How Gamers Helped NEFFEX Get 4 Billion Streams Without a Label

The New Music Business with Ari Herstand

In this week’s episode, I spoke with artist NEFFEX (Bryce Savage) and his manager Ryan Sullivan of ATG Group (Against The Grain). We breakdown NEFFEX’s impression release strategy in which he successfully released one copyright free song a week (yes, you read that right!) to eventually surpassing 4 billion DSP streams all independently. We also dive into his previous record deal with 12Tone Music, embracing TikTok’s open verse challenges as well as how he expanded his role as a songwriter and producer.

2:20 Welcome

3:45 NEFFEX’S backstory

6:56 Where NEFFEX’s songs were streaming

8:54 Royalty free beats and unauthorized remixes

10:17 Driving forces behind promoting a song a week

12:10 NEFFEX’s pricing model

13:06 To credit or not to credit…

14:00 The process behind releasing a song a week

15:33 What attributed to the growing streams

17:37 What followed after this release strategy

19:38 How Ryan began managing NEFFEX

26:21 Getting attention from different distributors and labels

28:14 Breakin down NEFFEX’s record deal with 12Tone Music

35:52 The harsh reality signing with a label

43:04 How NEFFEX’s model evolved by embracing TikTok

47:07 TikTok’s open verse challenges

48:54 TikTok followers translating to NEFFEX’s own music

53:58 Remastering and re-releasing old catalog

58:51 Designing artwork with a quick turnaround

1:00:36 Why spending money on music videos is a waste

1:03:05 Engaging with fans and what’s on the horizon for NEFFEX

1:12:05 Final question

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Watch more discussions like this: https://www.youtube.com/playlist?list=PLc1Fatf4celK3kYoJ6FUdN7qtYSCvAAMY

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Connect with Ari Herstand:

Website: https://ariherstand.com

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Connect with Bryce Savage:

NEFFEX Website: http://www.neffexmusic.com

Instagram: https://www.instagram.com/neffex

Twitter: https://mobile.twitter.com/neffex

Spotify: https://open.spotify.com/artist/3z97WMRi731dCvKklIf2X6

YouTube: https://www.youtube.com/channel/UCBefBxNTPoNCQBU_Lta6Nvg

Connect with Ryan Sullivan:

Against The Grain (ATG): https://www.againstgrain.com/

LinkedIn: https://www.linkedin.com/in/ryan-sullivan-a31713b4/

Instagram: https://www.instagram.com/itsryansullivan

Edited and mixed by Maxton Hunter

Music by Brassroots District

Produced by the team at Ari’s Take

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